36Kr.com, 8/15/17

Mengzhu, launched in May 2016, offers both professionally generated content (PGC) and user generated content (UGC). Mengzhu's content, which takes the form of articles, photos, videos, and live streaming video, is primarily focused on nutritional facts and baby food recipes. Mengzhu also arranges lectures and courses by nutritionists for users.

UGC accounts for 99% of the content on Mengzhu, according to founder Deng Lili. In its first year of operation, Mengzhu has amassed more than 40,000 recipes, and this figure grows by about 300-400 per day.

Mengzhu has a user base of 1.5 mln across its mobile app and official account on Tencent's (0700.HK) WeChat mobile messaging app, and is adding roughly 6,000 more per day. The platform's users are primarily young (born after 1985), 70% are from first- and second-tier coastal cities, and about half are full-time mothers. Mengzhu has approximately 2,000 verified celebrity users.

Nanu, founded in December 2013, previously won seed funding from Suhehui Investment Management (834401.NEEQ) in August 2016.